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TABLE OF CONTENTS ➢ EXECUTIVE SUMMARY ➢ COMPANY HISTORY ➢ INDUSTRY STURCTURE ➢ ENVIROMENT ➢ PRODUCTS ➢ PRICE ➢ DISTRIBUTION NETWORK ➢ PROMOTION ➢ CUSTOMER SURVEY ANALYSIS ➢ SUGGESTIONS ➢ APPENDIX ○ SAMPLE CUSTOMER QUESTIONAIRE ○ SAMPLE DEALER QUESTIONAIRE ○ FINANCIAL STATEMENTS ○ BIBLIOGRAPHY EXECUTIVE SUMMARY .
3. 2. A customer and dealer survey to understand their decision making process.The purpose and scope of document is to study. Micromax. The first stage includes the data collected from various sources regarding the following: 1. best known as the developer of the BlackBerry smartphone. its growth. a global leader in wireless innovation. The board of Directors. The analysis stage includes understanding the implications and relevance of the data collected and drawing conclusion about the company’s business and marketing decisions. Samsung. COMPANY HISTORY . their origin and growth. The origin. In order to achieve this objective. Place. the award-winning BlackBerry smartphone. analyse and understand the business and marketing practices of renowned product BlackBerry of Research In Motion (RIM). revolutionized the mobile industry with the introduction of the BlackBerry® solution in 1999. BlackBerry products and services are used by millions of customers around the world to stay connected to the people and content that matter most throughout their day. Research In Motion Limited (RIM) is a Canadian telecommunication and. Information about the 4P’s of marketing – Product. The BlackBerry product line includes the BlackBerry® PlayBook™ tablet.Research In Motion (RIM). 4. Operation Units in India & Abroad. The three closet competitors in the smart phone sector – Nokia. two stages were identified – Data collection stage and the Analysis stage. software for businesses and accessories. Promotion in the Indian market. Price. History of the company.
. and was featured in Maclean's newsmagazine. Working Ventures Canadian Fund Inc. the company announced acquisition of BlackBerry applications developer Viigo. and iDEN networks. Australia. Consul General of Canada. 2010.MacDonald. Since then. In August 2009. The ubiquity of these BlackBerry devices in the corporate environment and the compulsive use of its ability to quickly send and receive e-mail has earned it the nickname "Crackberry" in a reference to crack cocaine as users feel they cannot live without it. for RIM to acquire QNX Software Systems. CDMA. RIM has released a variety of devices running on GSM. RIM worked with RAM Mobile Data and Ericsson to turn the Ericsson-developed Mobitexwireless data network into a twoway paging and wireless e-mail network. which started shipping in August 1998. makers of the Dash Express. New South Wales. On August 18. Fortune Magazine named RIM as the fastest growing company in the world with a growth of 84% in profits over three years despite the recession. led the first venture round with a C$5. RIM's early development was financed by Canadian institutional and venture capital investors in 1995 through a private placement in the privately-held company. In June 2009 RIM has announced they were acquiring Dash Navigation. RIM was named one of "Canada's Top 100 Employers" by Mediacorp Canada Inc. a strategic partner marketing centre and technical support services.000 jobs world wide. 2010. as well as RIM’s partners and customers. 1998 under the symbol RIM. at a ceremony attended by dignitaries from the New South Wales Government and North Sydney Council. On March 26. RIM announced in February 2009 that they were expanding their global operations by opening an office and training facility in North Sydney.Prior to the manufacture of the BlackBerry. enabling the inclusion of a Webkitbased browser on their Blackberry devices. A total of C$30. Just across the Harbour Bridge.000.000. QNX and . In October 2008. a Toronto-based company. the new RIM offices were formally unveiled by Mr Thomas A.000 investment with the proceeds being used to complete the development of RIM's two-way paging system hardware and software. a research and development centre. ten minutes from the Sydney CBD. RIM reached an agreement with Harman International on April 12. RIM acquired Torch Mobile. Total workforce provides 12. "RIM is excited about the planned acquisition of QNX Software Systems and we look forward to ongoing collaboration between Harman. Pivotal in this development was the release of the Inter@ctive pager 950. this device competed against the SkyTel two-way paging network developed by Motorola. The new office features training facilities. Terms of the deal were not disclosed. In 2006 Research In Motion and Information Appliance Associates reached a licensing agreement whereby RIM would offer the complete version of PocketMac for BlackBerry to Macintosh users free of charge.000 in pre-IPO financing was raised by the company prior to its initial public offering on the Toronto Stock Exchange in January. 2009. About the size of a bar of soap.
RIM announced that after discussions between the two groups. Northwest & Ethical Investments will withdraw its shareholder proposal before RIM's annual meeting.RIM to further integrate and enhance the user experience between smartphones and invehicle audio and infotainment systems. we believe the planned acquisition of QNX will also bring other value to RIM in terms of supporting certain unannounced product plans for intelligent peripherals. adding valuable intellectual property to RIM's portfolio and providing long-term synergies for the companies based on the significant and complementary OS expertise that exists within the RIM and QNX teams today. INDUSTRY STRUCTURE ENVIROMENT In Indian market the main competitors of BlackBerry in the field of Smart Phones are: PRODUCTS . President and Co-CEO at RIM.4% of the smartphone operating system market. RIM announced the long rumoured BlackBerry PlayBook tablet computer. On Jun 30." said Mike Lazaridis. 2011. 2010. The BlackBerry PlayBook was officially released to US and Canadian consumers on April 19. an investor push for the company to split its dual-CEO structure was unexpectedly withdrawn after an agreement was made with RIM. RIM OS held 10. As of May 2010. 2011. "In addition to our interests in expanding the opportunities for QNX in the automotive sector and other markets." On September 27.
the BlackBerry family of products also allows virtual real-time communication. At present BlackBerry offers 7 Smart Phones and 1 Tablet. applications and more. the world’s first professional tablet. so you can stay in touch with the people and information that matter most. Querty Keyboard only. as well as the all new BlackBerry Playbook.The BlackBerry family includes best-in-class smartphones and software offerings.Touch Screen only and Querty with Touch . namely: BlackBerry TORCH BlackBerry STYLE BlackBerry PEARL BlackBerry BOLD BlackBerry TOUR BlackBerry CURVE BlackBerry STORM BlackBerry PlayMate BlackBerry also offers apps & software services for its mobile users. BlackBerry has launched more than 75 different models of about 24 families.Setting the bar for mobile access to email. Product Comparison Smart Phones are generally classified based on the two basic features namely. In the spam of 14years in India.
pricing of the product plays a very keen role as most of the features given by the various competitors are almost same. Camera. Screen Quality.Product Segment • • • • • • • • • • • Querty Keyboard only Style 9670 Pearl 9100 Bold 9780 Bold 9700 Bold 9650 Bold 9000 Curve 9300 Curve 8530 Curve 8520 Curve 8900 Tour 9630 Touch Screen Only Touch with Querty • • Torch 9800 Storm 9520 PRICE In Mobile Phone Industry. other Raw Materials. Based-OS. excise duties & taxes and the general operating profits. DISTRIBUTION NETWORK . features. They key to success in Mobile industry is to provide best possible services and facilities at best possible prices. body cost. Pricing decisions in Mobile Industry is manipulated keeping many constraints in focus namely: chip cost.
With increase of competition in market and introduction of new players in same industry forced BlackBerry also to start focusing on branding and promotion. Increase in advertisement by BlackBerry in all three sectors media sectors for years 2004 to 2010 .Stockist – Retailer 3 category PROMOTION The mobile industry in india has always focused a lot on advertisement.Company – Distributor. A major part of the revenue is spent for branding and promotion of the products. The companies tries all sorts of promotional activities to attract customers. BlackBerry when entered Indian market in 1996 launched 2-way pager phones and didn’t focused on branding much at that time.
“We are BlackBerry Boys” The advertisement was the reflection of the intensity with which people are joining the BlackBerry family.do what you love” became very much popular amongst the youth and was very soon on the lips of most of the people.Advertisements: BlackBerry has several memorable advertising campaigns. BlackBerry. “Love what you do…. launched a beautiful and very lyrical advertising campaign. who are gradually joined by youngsters. in year 2009. The basic motive behind this advertisement was to clear the myth which was in the mind of the people that BlackBerry manufactures business phones specifically. It also displayed various features of BlackBerry phones like MP3 player. teenagers and people of different segments of age groups. The punch line of BlackBerry. The advertisement shows a smartly dressed up business people singing the song. The unique feature in this messenger is that it is not based on operator. BlackBerry Messenger: One of the most unique and distinguished facility of Blackberry phone is BlackBerry Messenger which allows social networking in the form of group/personal chat for free of cost. camera which are not only used by business people but by all mobile users. . instead it uses its own BlackBerry hardware which allows the user to send instant messages to the other BlackBerry user for free. Their advertisements have been always eye-catchy and have always created an everlasting impact on the viewer.
CUSTOMER SURVEY ANALYSIS SUGGESTIONS APPENDIX .
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